Wrap around lenticular lenses and fabrication method for clear walled containers

ABSTRACT

A container for producing a graphical image within the container. The container includes a container wall with a front portion and a rear portion. A label is included that extends about the circumference of the container with an inner surface contacting an exterior surface of the rear portion of the container wall and contacting an exterior surface of the front portion of the container wall. The label includes a lenticular lens array integral with the label to include a plurality of lenses formed, such as through embossing, on the outer surface of the label. The lenses have a focal point on or about the rear portion of the container wall with the lenticular lens array positioned near the front portion of the container wall. A printed image is provided and positioned proximal to the focal point on the inner surface of the label.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a divisional application of U.S. patent applicationSer. No. 11/182,290, filed Jul. 15, 2005, which is a divisionalapplication of U.S. patent application Ser. No. 10/925,179, filed Aug.23, 2004, now U.S. Pat. No. 6,943,953, which is a continuation-in-partof U.S. patent application Ser. No. 10/230,751, filed Aug. 29, 2002, nowU.S. Pat. No. 6,781,761. Each of these applications and patents areincorporated herein by reference in their entirety.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates, in general, to optical systems usinglenticular lens materials or sheets to produce images, and, moreparticularly, to a lenticular lens system and method for producingimages, such as 3-dimensional, colored images, inside or outside ofcontainers with clear or translucent walls.

2. Relevant Background

Clear containers fabricated from plastic and glass are used extensivelyin packaging of goods ranging from bottled water, alcoholic beverages,and soda pop and other beverages to soap and other household products.Billions of such containers are produced each year typically using blowmold or injection molding technologies. The packaging industrycontinually struggles to meet two important and, often competing, goals:producing attention-getting, attractive containers to enhance marketingof the product inside the container and controlling material andproduction costs of the container.

In the competitive packaging and retailing industries (and especially,the beverage industry), marketing professionals and designers struggleto develop the individuality of their product, and most productdifferentiation is accomplished with the container and its packaging.For example, there is generally little difference between the productsof one bottled water company and another and often little differencebetween one soda pop and another or between one alcoholic beverage andanother. The differences are often ones of perception of the products inthe minds of the consumer, and this difference in perception is createdby advertising and marketing and, in large part, through creativepackaging that leads to product identification by package recognition.Studies have shown that a large percentage of purchasing decisions aremade at the point of sale when a consumer is faced with numerousproducts arranged side-by-side and that many of the final purchasingdecisions are based at least in part on the attractiveness ordistinctiveness of the packaged product or container combined with brandawareness. Hence, a great deal of time, effort, and money is spent ongraphics, design, and presentation of the product container such thatthe product in its container stands out from other similar products on ashelf. For many products, the cost of packaging exceeds the cost of theactual product sold in the container or packaging.

Eye catching graphics in packaging can play a large part at the retaillevel in making a product appealing to consumers. In the packagingindustry, there are a variety of techniques that can provideinformational graphics as well as illustrative or “eye appeal” graphicsthat include one color or use more elaborate multi-color graphics orphotographs. More elaborate graphics are often produced with lenticulargraphic labels using 3-dimensional (3D) and animation. Lenticular lensmaterial is used in the packaging industry for creating promotionalmaterial with appealing graphics and typically involves producing asheet of lenticular lens material and adhesively attaching thelenticular lens material to a separately produced object for display.The production of lenticular lenses is well known and described indetail in a number of U.S. patents, including U.S. Pat. No. 5,967,032 toBravenec et al. In general, the production process includes selectingsegments from visual images to create a desired visual effect andinterlacing the segments (i.e., planning the layout of the numerousimages). Lenticular lenses or lens sheets are then mapped to theinterlaced or planned segments, and the lenticular lenses are fabricatedaccording to this mapping. The lenticular lenses generally include atransparent web that has a flat side or layer and a side with opticalridges and grooves formed by lenticules (i.e., lenses) arrangedside-by-side with the lenticules or optical ridges extending parallel toeach other the length of the transparent web. To provide the uniquevisual effects, ink (e.g., four color ink) is applied to or printeddirectly on the flat side of the transparent web to form a thin inklayer, which is then viewable through the transparent web of opticalridges.

While these lenticular lens materials provide excellent visual effects,the use of adhesives and other attachment methods has not proveneffective in producing high quality, long-lasting, and inexpensiveplastic products. Because attaching the lenticular lens material afterproducing the container is inefficient and relatively expensive, theplastic manufacturing industry is continually searching for methods forattaching the lenticular lens material to plastic cups or containers aspart of the cup or container manufacturing process. To date, the plasticmanufacturing industry has only had limited success in overcoming theproblems associated with using common lenticular lens material as partof standard plastic fabrication processes. The problems arise becauseplastic fabrication generally includes processes such as injectionmolding that involve heating raw plastic materials to a relatively hightemperature (e.g., 400 to 500° F. or hotter) and then injecting thefluid plastic into a mold with the shape of the desired plastic objector by otherwise processing the molten plastic. The ink or ink layer hasa chemistry that does not stay intact when the ink is heated to thesehigh temperatures, and the image is destroyed or at least significantlyaltered.

Further, the use of these graphic techniques is often rejected by theretail industry due to its high cost per container. The lenticular lenslabels are typically costly and are difficult to justify based on acost-benefit analysis, e.g., the additional customer attention andincreased sales are typically not offset by the reduced profit on eachproduct sale. The challenge continues to be to create eye-catchinggraphics or packaging at a very low cost or even with a cost that issimilar to packaging already used in present products. Lenticular labelspresently provide more desirable effects and graphics than holographiclabels as lenticular technology allows the use of accurate color whileholographic labels typically require large amounts of light often notavailable in retail environments and often do not reproduce colorseffectively. There is a direct relationship in lenticular lenses betweenlens thicknesses and lenticules per inch (LPI) or frequency and theresulting quantity of data and the overall graphic quality and effectachieved by the lenticular labels, which directly affects the labelscost and physical thickness. In other words, creating a desirablegraphic is often a balancing act between adding data and increasingthickness of the lens and reducing material costs and label thicknesses.Similarly, a typical cost-cutting technique of container manufacturersis reducing the thickness or overall material used in the container andcontainer walls. Some efforts have been made to utilize thin lenstechnologies to provide more data and enhanced graphics with lessmaterials and reduced material costs, but the overall graphic effectshave been only minimally successful with marginal quality andeffectiveness.

Hence, there remains a need for a method and system of using lenticularlens technologies in standard containers to produce enhanced graphiceffects to provide improved marketing capabilities for the container andproduct in the container. Preferably, such a method and systemfacilitates production of containers at a cost that is comparable to thecost of producing existing containers that do not incorporate lenticularlens technologies with similar material thicknesses and with similarcontainer strengths.

SUMMARY OF THE INVENTION

The present invention addresses the above problems by providing alenticular lens systems with a lenticular lens array fabricated as partof the container to be integral with one of the container walls. Inother words, the container itself is used to construct a lenticular lensarray to focus on a selected portion of the container in which a printedimage is positioned. In one embodiment, the lenticular lens array isintegrally formed in a front portion of a clear container wall to focuson a rear portion of the container wall with the lenticules on anexterior surface of the container. A label or other image presentationelement is attached to the container so as to precisely position aprinted image adjacent the rear portion of the container upon which thelenticular lens assembly is focusing. The lenticular lens assembly canbe configured to produce a graphical image from the printed image at anumber of locations within the container or, in some cases, outside thecontainer. In one embodiment, the graphical image is displayed so as toappear to be floating within liquid contents of the container, such aswater or other clear or translucent liquid, in the center of thecontainer. The space or distance in the container between the lens arrayand the rear portion of the container is selected to facilitate focusinga powerful lens on the rear portion to enable a wider or more coarselens array that has space to carry more data and/or more images, whichcreates a greater overall visual effect.

In an important embodiment of the invention, the lenticular lens systemincludes a lenticular lens array that is formed in a rear portion of acontainer wall with the lenticules formed on an interior surface of thecontainer wall so as to focus on a printed image on a label (or on theexterior of the container wall) attached to the container wall. A viewerwould look through a clear front portion of the container wall, throughthe bottle (and its contents), through the lens, and to a focal pointdirectly behind the lens array. This embodiment is useful with glasscontainers that provide a greater optical gain due to the thicker wallsof the container. This arrangement can be thought of as a lens in thecontainer arrangement that is quite different from prior uses oflenticular sheets that were glued to exterior portions of containers. Alens-in-the-container arrangement is also useful for flexible orcollapsible drink containers (such as juice pouches) in which a clearwindow is provided in a front wall (such as a wall containing a strawhole) and a lens array is provided in the rear wall of the container.The lens array is mapped to a printed image provided directly behind thelens array on the rear wall. Typically, the walls are metallic andopaque behind the printed image.

The lenticular lens array are configured or designed based on a lensfabrication process that utilizes a number of mathematical relationshipsof the lens array and container physical characteristics (such aslenticules per inch, radius of each lens or lenticule, viewing angle ofthe lens array, and curvature of the container wall) to create a focalpoint on the back of the container upon which the interlaced printedimage(s) is placed or positioned with the label element. The label orprinted image presentation element are attached to the container suchthat corresponding lenticules in the lens array in the front portion ofthe container wall are registered or mapped with the interlaces printedimages on the label, which typically correspond to the lenticules infrequency. In some embodiments, the printed images are instead printeddirectly on the rear portion of the container wall (such as on theexterior wall of a glass or plastic bottle or container). The producedor viewed graphical images may be any of a number of images, such as 3Dimages or animation and effects may include full action video clips toimages in full 3D that are floating in the container. The shape of thecontainer walls, such as cylindrical or frustoconical, provide anoptical advantage in that the a viewer can see around the producedimages, which enhances a produced 3D effect. The cost of manufacturing acontainer with the lenticular lens system is significantly less than thecost to apply a lenticular lens label or attach a lenticular insert andis often comparable to the cost of producing the container without theadded system (i.e., there is no or very little added material costs andrelatively low original engineering costs and added manufacturingcosts).

In one embodiment, the lenticular lens array is replaced with anotheruseful lens configuration for focusing on the rear portion, such as afresnal lens array, and in some embodiment, one or more light collectionlenses are provided at different locations on the container walls tocollect light and focus it on the rear portion and/or printed image toenhance the produced graphical image. Typically, the lenticules in thelens array are positioned to run vertically or parallel to a centralaxis of the container to provide 3D effects or graphical images.However, in other embodiments, the lenticules may extend horizontally ortransverse to the central axis of the container to provide graphicalimages with movement.

More particularly, a container is provided with a lens system forproducing a graphical image visible from the exterior of the container.The container includes a container wall with a front portion and a rearportion separated by a distance (such as the inner diameter of acylindrical container). A lenticular lens array is provided integralwith the front portion of the container wall with a first optic surface,e.g., a plurality of parallel lens or ribs providing lenticules,contiguous with an exterior surface of the container wall and secondoptic surface or transparent layer contiguous with an interior surfaceof the container wall. The lenticular lens array is configured with afocus distance substantially equivalent to the distance between thefront and rear portions or with a focal point on or about the rearportion of the container wall. The container further includes a printedimage, such as an interlaced image, positioned near the focal point onthe rear portion of the container wall. Typically, the printed image ispositioned so as to be registered or mapped to the lenticules of thearray and may be printed directly on the exterior surface on the rearportion of the container wall or printed, such as with mirror printing,on a label which is then attached to the exterior surface of thecontainer wall. In some embodiments, a lens element is also provided inthe container wall to collect light striking the lens element and directit toward the printed image or focal point.

In some cases, the invention provides a lenticular lens structure thatis not integral with the container walls but is instead provided with awrap around label, a decal, or a lens insert. In one particularembodiment, a container is provided that is adapted for producing agraphical image. The container includes a container wall with a frontportion and a rear portion. A label is included that extends about thecircumference of the container with an inner surface contacting anexterior surface of the rear portion of the container wall andcontacting an exterior surface of the front portion of the containerwall. The label includes a lenticular lens array integral with the labelto include a plurality of lenses formed (such as through embossing andthe like) on the outer surface of the label. The lenses have a focalpoint on or about the rear portion of the container wall with thelenticular lens array positioned near the front portion of the containerwall. To achieve the graphical image, a printed image is provided andpositioned proximal to the focal point. The printed image may be aninterlaced image printed on the inner surface of the label. The labelcan readily be applied to the container wall through heat shrinking orother methods well known in the packaging industry as the labeltypically is a clear plastic, such as PVC, PET, APET, polyethylene,polypropylene, or the like.

In some other embodiments, a container is provided that includes alenticular lens insert having a plurality of lenticules on one side andhave a smooth opposite side. An indentation is provided in one of thecontainer walls and the insert is placed within the insert. In somecases, the lenticules face outward or are distal to the container wall.In these cases, a printed image may be provided on or near a rear wallof the container opposite the indentation. The printed image may beprinted on the rear wall in a data area on the interior or exteriorsurface of the rear wall or may be provided on a decal or on a wraparound label. If provided on a wrap around label, the label may be usedto retain, at least partially, the insert by having the label cover (atleast partially) the lenticules of the insert. In other cases, the labelis positioned between the insert and the container wall (i.e., the labelis affixed prior to placing the insert and the sandwiched label materialbecomes part of the lens structure).

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a front view of a container, i.e., a bottle for water and thelike, showing an image viewable through a lenticular lens array formedin the front portion of the container wall (i.e., as a one-piece unit orintegral or contiguous with the container wall) with the printed imageprovided on the inside of a label wrapped around the container andplaced (or registered) adjacent the rear portion of the container wall;

FIG. 2 is a side view of the container of FIG. 1 showing the imagecreated in the center of the bottle (i.e., “floating” in the containercontents) by the combination of the front lenticular lens array and therear printed image on the label;

FIG. 3 is sectional view of the container of FIG. 1 looking downward onthe container wall showing the lenticular lens array and the label witha registered printed portion;

FIG. 4 is an enlarged view of part of the sectional view of FIG. 3illustrating in more detail the lenticular lens array formed integrallywith the container wall;

FIGS. 5, 6, and 7 are similar to FIGS. 1–3 and show another embodimentof a container fabricated according to the invention utilizing alenticular lens array formed integrally with the rear wall of thecontainer adjacent a printed portion of a label installed externally tothe container and function in combination to focus an image on the rearwall of the container;

FIG. 8 is side view of another embodiment of a container similar to thecontainer of FIGS. 1–4 including a lenticular lens system that furtherincludes a light collecting lens in an upper portion of the containerwall configured for focusing light on the printed side of the labelelement adjacent the rear wall of the container;

FIG. 9 is yet another embodiment of a container, such as a glass bottle,with a lenticular lens system that includes a front lens array and aprinted image integral to the rear container wall (e.g., printed on theexternal portion of the container rear wall or formed within the wallitself during fabrication);

FIGS. 10 and 11 are graphs illustrating, for two exemplary viewing angleand lens radius combinations in a lenticular lens array, a relationshipbetween lenticule frequency as measured in lenticules per inch and thelens coefficient as calculated by a process of the invention used infabricating lenticular lens systems and as measured in fabricated lenssystems;

FIG. 12 shows a sectional view similar to FIG. 3 that is enlarged andsimplified (e.g., with significantly reduced lenticule frequency) tomore clearly shown the use of exterior lenses to achieve effective imagecoverage in curved containers;

FIG. 13 shows a sectional view similar to FIG. 12 of aninside-the-container embodiment in which the lenticules of the lensarray are positioned inside the container to focus on a printed imagepositioned on an external surface of the wall of the container orprinted directly on the exterior surface;

FIG. 14 illustrates yet another lenticular lens system in a container(such as a clear glass bottle, e.g., a beer bottle and the like) inwhich the lenticules of the lens array are positioned inside thecontainer, a light focusing lens is provided to direct light toward thelenticules and/or the printed image behind the lenticules, and anadditional printed image is provided on the front portion of thecontainer to provide forefront images or objects to enhance the 3D orother image effects obtained by the lens system;

FIG. 15 illustrates a flexible beverage container (such as common juicepouches or bags) with a partial cutaway to show that a lenticular lenssystem is provided in the container that provides a clear front windowto allow light into the container and to provide a line of sight to alens array with lenticules positioned inside the container with aprinted image provided on the inside or interior wall of the container(typically, fabricated from a metallic material);

FIG. 16 is a side view similar to FIG. 2 illustrating another embodimentof a container according to the invention with a wrap around label withan integral lenticular lens array formed in a first portion on theexterior surface of the label with a printed image in a second portionof the label;

FIG. 17 is a sectional view of the container of FIG. 16 illustratingthat the printed image is positioned opposite the lenticular lens arraysuch that the container walls and any liquid in the container form thelens system;

FIG. 18 is an enlarged view of part of the sectional view of FIG. 17illustrating in more detail the lenticular lens array formed integrallywith the wrap around label;

FIG. 19 is a side view similar illustrating yet another embodiment of acontainer that includes a lens system according to the invention thatutilizes a lenticular lens decal combined with a transparent containerto focus on an image printed directed on or within the container wall;

FIG. 20 is a sectional view of the container of FIG. 19;

FIG. 21 is a front view of a container according to another embodimentof the invention utilizing a wrap around label with an integrallenticular lens array and a printed image provided on the label adjacentthe lens array on the opposite side of the label;

FIG. 22 is a sectional view of the container of FIG. 21;

FIG. 23 is a sectional view of another container according to thepresent invention showing a lenticular structure or system including awrap around label positioned within a recessed surface or indentation ina side of the container and a lenticular lens element inserted into theindentation to cover the label and so as to focus the lens through thecontainer walls;

FIG. 24 is a sectional view similar to FIG. 23 illustrating anotherembodiment in which the lenticular lens element is positioned prior toapplying the wrap around label such that the lenticules are covered bythe clear label;

FIG. 25 illustrates another embodiment of a container in which a labelis inserted into an indentation or recessed portion of the containerwall with a lenticular lens element positioned over the label;

FIG. 26 illustrates a sectional view of yet another embodiment of acontainer according to the invention which includes a recessed portionin which a lenticular lens element is inserted with a lenticular lensarray abutting the container exterior surface and in which a label witha printed image is positioned over the lenticular lens element; and

FIG. 27 is a sectional view of the container of FIG. 26.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

FIGS. 1 and 2 illustrate a container 100 utilizing a lenticular lenssystem of the present invention to produce a floating 3D image 140. Asshown, the container 100 is provided with a standard shape utilized fortypical plastic bottles used for distributing water or other beverages.As such the container 100 includes a clear or translucent container wall110 having a substantially cylindrical shape for containing liquid 104.The container wall 110 is typically formed of glass or more typically ofa plastic such as polyvinyl chloride (PVC), polypropylene, polyethylene,polyester (such as PET, APET, PETG, and the like) or other plastic usedby the packaging or container industry. The container 100 may be formedby blow molding, injection molding, or any other technique useful forproducing containers and adapted (as necessary) for the glass or plasticmaterial used to fabricate the container 100.

According to an important aspect of the invention, a lenticular lensarray 120 is provided in a front portion of the container wall 110. Thelenticular lens array 120 is formed integral with the container wall110, typically in the same molding or other fabrication process and ofthe same material. The lenticular lens array 120 is configured withnumerous lenticules or lenses formed by ridges or ribs that extendparallel to each other and to a longitudinal axis of the container 100.The lenticules of the lens array 120 are configured in frequency(lenticules per inch) and shape (such as width and radius) based on thematerial of the container wall 110 (and array 120), based on the liquidcontents 104 of the container 100, and the curvature of the containerwall 110 to focus on the rear portion of the container wall 110. Thespace or distance (i.e., the inner diameter of the container) allows acoarser configuration for lens array 120 to be used while stillproviding a large quantity of data in the printed image 132. Thelenticular lens array 120 can have a wide variety of dimensions (such asa height and “width”) selected based on the size of the container 100and the size of the printed image 132 and shapes (such as a square, arectangular, a triangle, a circle, an oval, or any other useful shapefor viewing the image 132).

With the lenticular lens array 120 focusing on the rear portion of thecontainer wall 110, a graphical image 140 can be produced within thecontainer so as to “float” in the liquid 104 or elsewhere by providing aprinted image 132 at the focal point. In this regard, a label or printedimage presentation element 130 is provided with a printed image 132 onthe inner surface of the label 130, i.e., the portion abutting the rearportion of the container wall 110, which is shown in FIG. 2. The label130 is shown to be wrapped around the container wall 110 so as to coverthe lens array 120 and the rear portion of the container wall 110. Thelabel 130 fabricated from a clear material such as plastic so as not tointerfere or block light from passing through the lens array 120, whichallows a viewer 150 to see as shown by a sight line 152 the graphicalimage 140 which is produced by the lens array 120 and the printed image132.

The label 130 includes a data area or backdrop portion 134 in which aprinted image 132 is provided, and in some embodiments, the data area134 includes additional images, such as text, for viewing or may providea background color(s) useful for emphasizing or highlighting the printedimage 132. The printed image 132 is positioned relative to the rearportion of the container (i.e., the focal point of the lenticular lensarray 120) to map or register the interlaced printed image 132 withcorresponding lenticules or portions of the lenticular lens array 120 toeffectively produce the graphical image 140 to the viewer 150. The image132 may be printed using known techniques for printing images or data toachieve graphics such as 3D, animation, or action and for use withlenticular lenses or lenticular materials but the invention is notlimited to a specific technique. For example, the image 132 may beprinted upon the interior or reverse side of label 130 via web or offsetpress operations to form an ink layer with corresponding interlacedimages in conjunction with the appropriate mathematics of the lensmaterials and configuration of array 120. The mathematics preferably notonly matches the lens materials but also the distortion caused by thecurvature of the container wall 110 and integral array 120 and of theliquid 104 in the container 100. In the case of a bottle or otherconical shaped container 100, the lens or lenticules of the array 120“open up” and create a new mathematical pitch. This pitch ispredetermined before the labels 130 and plates are made and printingoccurs so that the printing can be performed with more accuracy and tofacilitate registering the label 130 and printed image 132 with thelenticular lens array 120.

FIG. 3 shows a sectional view of the container 100. As shown, thelenticular lens array 120 is integral with the container wall 110 withvertically extending lenticules forming a rough exterior surface at thefront portion of the container wall 110. Generally, the lenticular lensarray 120 has the same overall thickness as the wall 110 and isconfigured to have a focal point substantially coinciding with the rearportion of the container wall 110 adjacent the printed image 132 of thelabel 130. The label 130 is shown to wrap around the entire periphery ofthe container wall 110 as is common practice in the beverage industry(such as in the bottled water industry), but in some embodiments (notshown), the label 130 may extend for only a portion of the periphery ofthe container wall 110 as long as the printed image 132 is positionedadjacent an exterior surface of the rear portion of the container wall110 that coincides with the focal point (or points) of the lenticularlens array 120.

The fabrication of standard lenticular material sheets, i.e., those notformed as part of a container wall 110, is well known by those skilledin the printing arts and such knowledge may be utilized at least in partin designing the molding or arrangement of the lenticular lens array 120(in combination with the use of the design formulas discussed withreference to FIGS. 10–13). For example, lenticular material fabricationis described in U.S. Pat. No. 5,967,032 to Bravenec et al. and U.S. Pat.No. 5, 753,344 to Jacobsen, which are incorporated herein by reference.Additionally, the method of laying out or arranging inserts (or labels130) for a conical container similar in some ways to container 100 isillustrated in FIG. 1 of U.S. Pat. No. 5,908,590 to Yoshimi et al.,which is incorporated herein by reference, which is directed toproducing labels for foamed resin containers.

FIG. 4 illustrates a portion of the cross-section of the lenticular lensarray 120 and label 130 shown in FIG. 3. As shown, the label 130 iswrapped about the container wall 110 so as to contact the ridged outersurface of the lenticular lens array 120. Typically, the label 130 isfabricated from a very thin sheet of clear plastic to minimizedistortion through the array 120. The lenticular lens array 120 includesa plurality of optical ridges or lenses 122 (extending vertically asshown or horizontally) and a transparent lens layer or web 124. Thefabrication and/or design of the lenticular lens array 120 is discussedin detail (including using mathematical formulas of the invention in thedesign processes) with reference to FIGS. 10 and 11, and for now, it isadequate to understand that the array 120 has an overall thickness,t_(B), that affects focusing of the array 120 and typically issubstantially equivalent to a thickness of the container wall 110(although in some cased the array 120 may be slightly thicker or thinnerto provide a desired optical effect and/or provide a desired structuralstrength). Optical results of the array 120 are also determined by otherphysical characteristics of the array 120 including the material of thearray 120, the frequency of the lenticules or ridges 122 (typicallymeasured in lenticules per inch (LPI)), the curvature of the array 120as determined by the curvature, R_(E), of the container wall 110, andthe radius (or width) of the lenticules or lens, R_(C), and therelationships between these characteristics or design parameters.Additionally, the resulting optical effect is determined in part by theliquid 104 (or lack of liquid) in the container 100 and the distancefrom the lens array 120 to the rear portion of the container wall 110(and the printed image) which is approximately the inner diameter of thecontainer 100 at the location of the array 120 and the printed image132.

FIGS. 5–7 illustrate another container including another lenticular lenssystem of the invention, i.e., a system in which the lenticular lensesare provided integral with a portion of a container wall that is printedwith data or a printed image (interfaced image) or abuts a label orpresentation element having such data or printed image. As shown, thecontainer 500, e.g., a plastic water or soda bottle, a soap or othersimilar container, or a glass bottle, jar, and the like, includes acontainer wall 510. A lenticular lens array 520 is formed integral to arear portion of the container wall 510 and includes a plurality oflenticules or ridges on an inward facing side 524 and a flat layer 522facing the exterior portion of the container 500. The lenticule surface524 is configured to focus on the flat surface 522 (or the interfacebetween the flat surface or layer 522 and the abutting label orpresentation element 530). The label 530 is wrapped around or attachedto the exterior surface of the container wall 510 so as to at leastpartially cover the lenticular lens array 520 and more importantly, tomap or register a printed image 534 to the lenticules of the array 520so as to create graphical image 540 as viewed through the front portionof the container wall 510. The mathematics used in configuring thelenticular lens array 520 are similar to that used in creating flatlenticular material or sheets with compensation for the curvature of thecontainer wall 510 and integral lenticular lens array 520 (note,however, this is a closing or pinching of the lenticular surface 522rather than an opening as experienced with the lenticular lens array 120of FIG. 1). The specific location of the array 520 is not limiting tothe invention as long as the printed image 534 is placed behind it on oradjacent a corresponding container wall 510 location. Similarly, thesize and shape of the array 520 (as well as the orientation of thelenticules) can be varied widely to practice the invention with thearray 520 typically being selected to have a size and shape that islarger than or the same size as the printed image 534.

FIG. 8 illustrates another embodiment of a lenticular lens system thatis useful for enhancing the clarity and effectiveness of the createdgraphical image. The illustrated container 800 includes a lenticularlens system similar to that used in container 100 of FIG. 1 with alenticular lens array 820 in a front portion of a container wall 810containing water or other liquid 804 and a label or presentation element830 with a background or data area 834 with a printed image (interfaceprinting layer) 832 abutting the exterior of the rear portion of thecontainer wall 810. The system of the container 800 is enhanced by theaddition of a light collection lens (such as a fresnel lens or otheruseful lens configuration) 850 which is formed integrally with thecontainer wall 810 at a location or position useful for collecting lightand directing or focusing the collected light 820 onto the rear portionof the container wall 810 and more preferably on the portion of thecontainer wall 810 abutting the data area 834 and even more preferablyon the portion of the container wall 810 abutting or adjacent theprinted image 832. In this manner, the graphical image 820 produced forviewing by the viewer 830 along line of sight 832 is typically morevivid with better color reproduction and image or effect clarity.

FIG. 9 illustrates a container 900 in which a label is not utilized butinstead data and/or interlaced images are printed directly on anexterior surface (or within) a container wall. Such a container 900 maybe fabricated from plastic or glass (such as a liquor bottle fordistributing vodka and other alcoholic beverages that are relativelyclear or translucent). As shown, the container 900 includes a frontallenticular lens array 920 with lenticules facing outward or forming anexternal surface and focusing on a rear portion of the container wall910 having a data portion with a interlaced printed image 934 (which istypically, but not necessarily, printed on the external surface of thecontainer wall 910). As a result of light (shown by lines 950 and 952),the array 920, and the printed image 934, a viewer 940 is able to seethe graphical image 930, which in this embodiment is shown to bedisplayed or created in the middle of the container 900 to be “floating”in the container 900.

As stated earlier, the method of fabricating the containers withlenticular lens systems can be any of a number of molding or othertechniques known within the container or packaging industry. Preferably,however, the lenticular lens array is fabricated to focus on the rearportion of the container (adjacent a printed image on the wall or on alabel registered to the lenticules of the array), and such focusingdepends on the interactions of a number of array characteristics ordesign parameters, on the container itself, and the contents of thecontainer. Further, there is a relatively wide arrangement of containerdesigns with differing wall thicknesses, materials, and inner diameters.For example, the wall thickness of the container can exceed 100 mils insome glass containers or be less than 10 mils in many disposablecontainers, such as PET or other plastic containers used for water,soap, and other products. However, to control costs and maintainstrengths, it is typically desirable to match the thickness of the lens,t_(B), to the container wall 110, while the other array 120 parameterscan be varied to provide a desired result once a thickness, t_(B),container size and curvature, and material are known and the designprocess of the invention provides a method of determining useful valuesfor the array 120 characteristic or design parameters. In this regard,the following discussion along with reference to FIGS. 10 and 11provides a description of how fabrication and design of a lenticularlens array for a system and container of the invention can be performedefficiently and accurately through the use of the disclosed mathematicalformulas and processes.

Referring first to FIG. 4, there is a direct relationship between thelenticule lens array thickness (or container wall thickness), t_(B), thelenticule frequency (e.g., LPI), and both the amount and quality of dataand the overall graphic quality and effect provided by the lenticularlens system. In general, as lens thickness increases, t_(B), the size ofthe lenticule (as indicated by the width or radius, R_(C), of the lensridge 122) gets larger. Hence, the thicker the lenticule ridge 122 themore data that can be placed under the lenticule 122 on the printedimage 132 and the better overall 3D, animated, or other effect can beachieved in graphical image 140. According to one aspect of theinvention, a mathematical or formulaic process is used to create ordesign the lenticular lens array 120 and is adapted such that the lensthickness, t_(B), lenticule frequency (LPI), radius, R_(C), and otherarray and system parameters such as viewing angle and array/containercurvature work in unison to create a desired lens, with selectedparameters being set to obtain a desired result (such as better 3Deffects or better animation) and then adjusting other parameters tosupport the preset characteristics (such as curvature, liquid opticalproperties, material of the container, and size of the container forseparation between the lens array 120 and the rear portion of thecontainer wall 110). Significantly, by placing the lenticular lens array120 on the front portion of the container wall 110 and the interlacedprinted image 132 on the rear portion of the container wall 110, thethickness of the lens, tB, can be significantly reduced due to theincreased focal length (i.e., container inner diameter) while stillobtaining more effective 3D, animation, and other higher data effectsthan similar sized lenticular material in which the image is adjacentthe lenticules 122 and web 124.

In general, it is desirable to minimize the use of excess materials forthe lens array 120 in most plastic container applications. To provide adesirable or effective graphic effect in these applications, it isdesirable to use the most effective or powerful lenticular lens arrayconfiguration as possible with a given container wall thickness. Inpractice, such lens arrays generally have viewing angles of 45 degreesor more and more radical lens radii, R_(C), of 4 to 8 degrees. Manypopular and functional lens array configurations that can be used forarray 120 that are good for 3D and animation have viewing angles in the47 to 50 degree range with lens radii in the 4 to 6 degree range, andmany manufactured lenticular materials have viewing angles of about 48degrees with 5 degree lens radii, which are readily manufactured and arecompatible for existing printing technologies. These ranges are providedfor exemplary purposes and not as a limitation as these parameters mayreadily be altered to practice the invention as long as the parametersof the array discussed below are selected to substantially comply withthe following mathematical relationships and dependencies.

In the past, lenticular lens design has involved a relatively largeamount of guesswork with success depending on a designer ormanufacturers prior experience and knowledge. The design problem iscompounded for the lens arrays (such as array 120) included in containerwalls as the arrays are made of a number of materials that must becalibrated or matched to the curve or shape of the container wall (andintegral array). In practice, the thickness of the container wall (andhence of the lens, t_(B)) is known or set and the material of the lensarray and container wall is preselected, which provides a knownrefractive index for the lens array. The refractive index of a materialrelates to the rate at which the material can bend white light, with thehigher the index the less thickness is required to bend the light (whichis desirable in most container applications to control material costs).While numerous materials may be utilized to fabricate containers, mostplastic containers are made of PET, which has a similar refractive indexto APET and PETG, and hence, the following examples employ PET as thecontainer wall and lens array material.

The following symbols are used: “A” for the refractive index of thepolymer or the glass of the container wall and lenticular lens array;“B” for the thickness of the lens array (i.e., t_(B)); “C” for theradius of the top of an individual lens (i.e., R_(C)); “D” for theviewing angle of the array; “E” for the curvature of the container(i.e., R_(E)); “F” for the frequency of the lenticules typicallyprovided in units of LPI; and “G” for the lens coefficient (which wasdetermined by inventors to be the ratio of F/B). Also, in the followingexample, parameters or design variables A, C, D, and E are presumedconstant and known. The established goal for these design examples areto calculate or determine a working lens frequency for a PET containerthat has a viewing angle, D, of about 48 degrees, a 4 to 6 degreeradius, C, and a thickness, B, of 10.4 mils (e.g., a common containerthickness).

In order to determine a useful lenticule frequency, F, a “lenscoefficient”, G, is calculated to determine the mathematicalrelationship between existing lens arrays in the marketplace thatperform well in lenticular printing applications. In theory, thereshould be a close or nearly exact mathematical relationship between acalculated or designed lens array and an actual lens array that whengraphed would present itself as nearly a straight line or median inwhich the thickness of the lens, B, required in the lens material at aparticular frequency, F, could be determined and/or more importantly,the frequency, F, could be determined that would be necessary tocomplete a lens array within the restraints of a given or existingcontainer wall thickness and design.

The coefficient, G, is provided by the ratio of F/B (or G multiplied byB equals F). If the thickness, B, is 10.4 mils and G can be determinedto be 11.53 from working or existing lens arrays with about the desiredviewing angles, D, and lens radius, C. Hence, in this example, thelenticule frequency, F, is 120 LPI (i.e., 11.53 multiplied by 10.4). Inthis example, G is obtained from the graph 1000 shown in FIG. 10 whichshows the graphing of the relationship of frequency, F, to lenscoefficient, G, as determined from an actual relationship in afabricated lens array as shown by curve 1010 from which a straight linerelationship of the lens coefficient, G, is obtained with median line1020. The graph 1000 is based on a known or existing lens array with aviewing angle of 48 degrees and a 4 to 6 degree lens radius, C, alongwith a constant refractive index for the material of the lens array, A,and a known curvature of the container, E. The actual curve 1010 wasprepared based on the measurements of frequency, F, of 60, 75, 85, 100,140, and 200 LPI with corresponding thicknesses, B, of 28.5, 18.3, 14,12, 8, and 6 mils, which led to lens coefficients, G, as graphed of 2.1,4.09, 5.66, 8.33, 17.50, and 33.30.

FIG. 11 illustrates a similar graph 1100 showing the relationshipbetween the lenticule frequency, F, and the lens coefficient, G. Adetermination of the relationship between lenticule frequency, F, andlens coefficient, G, as measured in a fabricated lens array configuredto have of the a viewing angle, D, of 34 degrees and a lens radius, C,of 4 degrees with a fixed refractive index (for PET), A, and fixedcurvature of the container and lens array, E, is shown by line 1120. Amedian line 1110 is then provided or determined for use in laterverifications of the calculated or formula derived values of lenticulefrequency. The examples provided in FIGS. 10 and 11 illustrate that fora particular container configuration a lens array can be configured tohave an effective lens frequency, F, to achieve desirable results as anumber of design parameters are set by the container (such as lens arraythickness, B, the refractive index of the container wall and arraymaterial, A, and the curvature of the container, E), others can beselected with readily predicted and useful results (such as lens radius,C, and viewing angle, D, combinations), which allows determination ofthe lenticule frequency, F, based on a known thickness, B, and a knownor determinable lens coefficient, G, that is directly related to thefrequency, F.

FIG. 12 provides an enlarged cross-sectional view of a container 1200with an optical system of the invention. As shown, a lenticular lensarray 1220 is provided integral with a front portion of the containerwall 1210. The lens array 1220 is positioned with lenticules 1222 on anexterior surface of the container 1200 and a “flat” lens layer 1224positioned on an interior surface of the container 1200. A printedimage, such as an interlaced image, 1232 is positioned on an exteriorsurface of a rear portion of the container wall 1210. The printed image1232 is mapped to the lenticules 1222 such that particular portions ofthe data in the image 1232 are matched to one or more of the lenticulesor optical ridges 1222. The printed image 1232 may be printed directlyon the container wall 1210 or positioned against the exterior surface ofthe container wall 1210 as part of label attached with adhesives, suchas for a label that only covers a portion of the container circumference(such as on soap containers and beer or liquor bottles), or withstandard wraparound labeling techniques, such as used with labels thatextend about an entire container circumference (such as with bottledwater containers).

The lenticules 1222 are shown significantly larger than would be used inpractice and at a much lower frequency for to simplify illustration ofthe effects of container and lens array physical characteristics on theoptical effect created by the optical system. A typical embodiment caninclude lenticules 1222 at a frequency of about 5 to 10 LPI or more withalmost a flat lens having a relatively narrow viewing angle, but thespecific embodiment may vary based on a number of parameters (such asradius of the container, thickness of the lens 1222, thickness of thecontainer wall 1210, and other physical features). For example, withgreater angles of curvature of the exterior surface of the containerwall 1210, the mass or thickness of the lenticular lens array 1220(i.e., thicknesses of lens layer 1224 and lens ridges 1222) may bedecreased to achieve a particular graphic result. This results becauseas the radius is increased in smaller circumference containers 1200 eachlens 1222 is not focusing on a flat surface but instead on a convex orinwardly curved surface (i.e., the interior surface of the rear portionof the container wall 1210 adjacent the printed image 1232) as shown bythe print width, P_(W). The print width, P_(W), is increased on thecontainer wall 1210 due to the convex interior surface that expands thesurface area of the general focus of each lenticule 1222, which, inessence, allows a lenticule 1222 to focus more easily over a greaterdistance (the inner diameter of the container 1200) due to the curvatureof the container wall 1210.

Overall, the lenticule frequency or LPI and the lens radius can bedecreased as the radius of the container 1200 is decreased (or angle ofcurvature is increased). Likewise, as the radius of the container 1200increases (i.e., the distance between the lens array 1220 and theprinted image 1232 increases) the lenses 1222 may be more flattened(with smaller lens radii) but still provide effective focusing on theprinted image 1232 due to the space (i.e., as measured approximately bythe inner diameter of the container 1200). The inner space of thecontainer when combined with the container curvature make it possible toemploy a relatively thin, course lens array 1220 to obtain a desiredeffect. For example, this type of array 1220 can be used to obtain 3Dcolored patterns.

In one preferred embodiment, the printed image 1232 (and other printedimages shown in other figures) can include a first and a secondinterlaced image. In this embodiment, the lenticular lens array 1220 ismapped to the printed image 1232 such that the first interlaced image isvisible when the container 1200 is full of a particular liquid (such asbeer, soda, soap, water, and the other translucent or clear liquids) andthe second interlaced is visible when the container 1200 is empty (oronly filled with air). Such a configuration is obtainable by accountingfor the effect of the container contents on light (e.g., the index ofrefraction and other characteristics of the contents and the distancethe light must travel through the contents as measured approximately bythe inner diameter of the container 1200). Such a two-image embodimentis useful for facilitating contests in which an initial decorative imageis provided by the first interlaced image (or advertises the contest)and an after-use image is provided by the second interlaced imageindicating winning and losing containers 1200 (such as with “Try Again”or “WINNER” text or other text and/or images).

FIG. 13 illustrates a cross section of container 1300 withinside-the-container embodiment of a lenticular lens system (againenlarged with a significantly reduced lenticule frequency than typicallywould be implemented in practice for ease of illustration of theconcepts of the invention). As shown, a lens array 1320 is providedintegral with a rear portion of the container wall 1310 with alenticular surface of optical ridges 1322 positioned contiguous with theinterior surface of the container wall 1320. A printed image 1332 isprovided, such as with a label (not shown) or with direct printing, onthe exterior surface of the container wall 1310 adjacent to and mappedto the lenticules 1322. The curvature of the lens array 1320 (andcorresponding container wall 1310) results in each of the lenticules1322 focusing on the printed image 1332 with a print width, P_(W), thatis larger than would be achieved with a flat lenticular lens sheet.

As with container 1200, the lenticule frequency can be decreased and/orthe thickness of the lens array 1320 decreased for containers 1300 withsmaller radii (or with lens arrays with greater angles of curvature) butto a lesser degree than container 1200. More importantly, because thereis no distance between the lens array 1320 and the printed image 1332, amore direct and known relationship exists between the design orcharacteristics of the lens array 1320 and a resulting graphic effect.For example, as the curvature of the lens array 1320 increases (inverserelationship to the radius of the container wall 1310), the thickness ofthe lens array 1320 (or container wall 1310 in embodiments where thesethicknesses are approximately equivalent) required for a particulargraphical effect is reduced and/or the lenticular frequency can bereduced.

In either of the embodiments shown in FIGS. 12 and 13, it is oftenuseful to adjust label printing or print image pitch or frequency toobtain a desired graphical effect and/or mapping of interlaced image tolenticules in the arrays 1220, 1320. In practice, the printing pitchprovided in the printed image 1232, 1332 is adjusted whether provided onan inner surface of a label or whether printed directly on an exteriorsurface of the container wall 1210, 1310, and such an adjustment duringcontainer manufacture has not been performed prior to the use of thelenticular lens systems described herein. The printing pitch adjustmentsare performed differently for the two configurations of FIGS. 12 and 13.In the exterior lens arrangement of container 1200, as the curvature ofthe lens array 1220 is increased (such as due to a decreasing radius ofcontainer wall 1210) the print width, P_(W), is decreased or shrunk tomatch the lenticule placement and shape (assuming a constant lenticulefrequency). In contrast, in the interior lens arrangement of container1300, as the container radius gets smaller and the lens array 1320 getsa greater curvature, the printing width, P_(W), is increased or madewider to better fill each lenticule 1322 focusing on the printed image1332.

The effect of contents, such as water or other liquids, will bedifferent in each container 1200, 1300 and should be considered indesigning the lenticular lens system for each container 1200, 1300. Incontainer 1200, the addition of a liquid results in a magnification,e.g., a magnification of 1.5 to 3.0 or more for typical containers, thatvaries with the properties of the liquid and the container size. Hence,the printed image 1232 preferably is engineered for the expectedmagnification to obtain a desired graphical effect by ensuring the datastrips of the printed image 1232 line up or are mapped to the lensridges 1222 with proper dimensions, which is especially important inembodiments of the printed image 1232 which contain a first and a secondinterlaced image with the first image visible in the presence of themagnification and the second image exclusively visible in the absencesof such magnification. In container 1300, the addition of the liquidmagnifies the image in a one-way fashion from the rear portion of thecontainer wall 1310 to the front portion of the container wall 1310. Themagnification effect is lessened but still needs to be taken intoaccount in engineering the printed image 1332 to obtain a desiredeffect. In the container 1300, the created graphical image willbasically be the same in the presence and absence of the liquid but willbe magnified or enlarged in the presence of the liquid. Hence, in someembodiments, the printed image 1332 is configured such that the createdgraphical image is sized based on the front portion of the containerwall 1310. For example, in some embodiments, the printed image 1332 isconfigured to fill all or some portion of the front portion of thecontainer wall 1310 with a graphical image or effect when the container1300 is filled with liquid and magnification is taking place and to filla reduced portion of the front portion of the container wall 1310 whenthe liquid is removed from the container 1300.

The number of specific arrangements of containers with lenticular lenssystems having features of the invention (such as a lenticular lensarray integral with a container wall) are expected to be very large andreadily apparent to those skilled in the art who have read andunderstood the description of the invention and these numerousarrangements are believed to be within the scope of the invention. FIGS.14 and 15 provide two more exemplary embodiments of containers with lenssystems of the invention.

In FIG. 14, a container 1400 such as a glass or plastic beer or otherbeverage bottle is shown with a container wall 1410 retaining liquid1404. A printed image 1430 is provided on the exterior surface of a rearportion of the container wall 1410. As shown, a lens array 1420 isprovided on the interior surface of the rear portion of the containerwall 1410 adjacent the printed image 1430. In the container 1400, thelens array 1420 has a thickness greater than the adjacent container wall1410. In some embodiments of the lens systems or containers of theinvention, the lenticules or optical ridges are fabricated or molded byproviding additional material at the location of the lens array 1420.For example, the “flat” lens layer of the lens array 1420 may have athickness substantially equivalent to the container wall 1410 and theadditional material may be provided for the lenses such that thethickness of the lens array is the container wall thickness plus thethickness or radius of the optical ridges.

The lens system of container 1400 further includes a light-collectinglens 1450 for collecting and/or directing light rays 1408 toward thelenticular lens array 1420 and/or the printed image 1430. A “floating”graphical image 1438 is produced with 3D effects produced by thecombination of the lens array 1420, the printed image 1430 andcollecting lens 1450. To enhance the 3D or graphical effect achieved,the lens system of container 1400 includes a frontal image element 1434(such as a label or printing directly on the container wall 1410) on theexterior surface of a front portion of the container wall 1410. Thefrontal image element 1434 includes forefront images 1436 and atransparent portion 1435 (in embodiments of direct printing thetransparent portion can be eliminated). The forefront images 1436enhance the 3D effect by providing images viewable at the outer surfaceof the container wall 14210 that when combined with the projected 3Dimage 1438 and the background images on the printed image 1430 produce amulti-layered graphical effect.

FIG. 15 illustrates another useful container 1500 in which a lens systemof the invention can be incorporated to produce an image to a viewer1540, such as an image with 3D and motion like a soccer player kicking aball 1538 that moves through the container 1500 toward the viewer 1540.The container 1500 may be a flexible beverage container, such as thoseused for distributing juice beverages, with flexible or compressiblecontainer walls 1510 that are typically metallic and opaque. A clearwindow 1535 (such as a transparent or translucent plastic element) isprovided in a front portion of wall 1510 to allow light to enter thecontainer 1500 and provide a line of sight to the viewer 1540. Thecutaway view shows that the lens system includes a printed image 1530provided on the interior surface of the rear portion of the containerwall 1510. Adjacent to and mapped to the printed image 1530 is alenticular lens array 1520. In this embodiment, as opposed to thosedescribed in FIGS. 1–14, additional (and often differing) material isprovided and attached to the wall 1510 rather than being providedintegrally with the container wall 1510. Because the container walls1510 are not blow or injection molded typically the temperaturesoccurring during manufacture are low enough to not be a concern indamaging the ink in the printed image 1530 or in damaging the lenticulesin the lens array 1520, which can be attached with standard adhesivesand practices.

While forming a lenticular lens array integral with a container wallprovides many advantages, containers can be produced with otherconfigurations to provide excellent quality images with non-integrallenticular lens arrays. The following paragraphs explain some of thesediffering designs for containers and for lenticular lens systems withreference to FIGS. 16–27. One such method involves forming a lens orlens array on a container by using a clear plastic in the form of a wrapor decal to form the top of the lens array. This structure could readilybe formed on a decal or wrap surface by embossing or extruding the shapeof the top of the lens (i.e., shaping the lenticules). Such wrap aroundand decal methods are very desirable from a cost and tooling point ofview, as they allow application of a bottle wrap or decal on an alreadytooled container, e.g., a typical bottle or other often used glass orclear plastic container.

Interestingly, the lens top or the lenticular lens array in the label ordecal would be relatively useless and not designed properly forapplication directly onto an interlaced printed piece if it were not forthe thickness of the container and its walls and the mathematic thatallows the formation of the lens array and the focal point designed forthe particular container. In other words, the thickness of the decal orclear embossed wrap becomes part of the container wall and togetherthese structures form a lens system that is effective in focusing on afocal point near a printed image provided on the container, such as onthe wrap around label in a portion opposite the lens array or on theexterior or interior surface of the container wall (or even as anintegral portion of the container wall).

FIGS. 16–18 illustrate a container 1600 utilizing a lenticular lenssystem of the present invention to produce a floating image 140 visibleto a viewer 150 using exemplary sight line 152. As shown, the container1600 is provided with a standard shape, such as those used for water andother similar bottles, but the invention is broad enough to cover nearlyany shape for which a wraparound label may be provided. The container1600 includes clear or translucent walls 1610 for containing contents,such as a liquid, 104. The container wall 1610 is typically formed ofglass or, more typically, of a plastic such as polyvinyl chloride (PVC),polypropylene, polyethylene, polyester (such as PET, APET, PETG, and thelike), or any other plastic useful in the packaging industry.

In contrast to the container 100 of FIG. 1, the container 1600 does notinclude a lenticular lens array integral with the container wall butinstead a lenticular lens array 1640 is provided as an integral portionof a wrap around label 1630. As shown, the lenticular lens array 1640 isconfigured with numerous lenticules or lenses 1642 of ridges or ribsformed in an exterior surface 1634 of the label 1630. The lenticules1642 extend parallel to each other and, typically, to a longitudinalaxis of the container 1600. As with the container 100, the lenticules1642 of the lens array 1640 are configured in frequency (lenticules perinch) and shape (such as width and radius) based on the material of thecontainer wall 1610 (and array 1640), based on the liquid contents 104of the container 1600, and the curvature of the container wall 1610 tofocus on the rear portion of the container wall 1610. The space ordistance (i.e., the inner diameter of the container) allows a coarserconfiguration for lens array 1640 to be used while still providing alarge quantity of data in the printed image 1632. The lenticular lensarray 1640 can have a wide variety of dimensions (such as a height and“width”) selected based on the size of the container 1600 and the sizeof the printed image 1632 and shapes (such as a square, a rectangular, atriangle, a circle, an oval, or any other useful shape for viewing theimage 1632).

With lenticular lens array 1640 focusing on the rear portion of thecontainer wall 1610, a graphical image 140 can be produced within thecontainer 1600 so as to “float” in the liquid 104 or elsewhere byproviding a printed image 1632 at the focal point of the lens structureor system. The label 1630 is fabricated from a clear or translucentmaterial, such as a plastic, so as to not interfere with light passingthrough the lens array 1620. The wrap label 1630 together with thecontainer walls 1610 (front and back in this embodiment) combine—alongwith the liquid 104 in some cases—to form the lens structure or systemthat generates the image 140.

The label 1630 includes a data area or backdrop portion 1634 in which aprinted image 1632 is provided on an interior side or surface of thelabel 1630. When the label 1630 is placed on the container 1600, such asby heat shrinking or other application techniques well-known in thepackaging arts, the printed image 1632 is positioned relative to therear portion of the container 1600 (e.g., at the focal point of thelenticular lens array 1640, container walls 1610, and, if present,liquid 104) to map or register the interlaced printed image 1632 withcorresponding lenticules 1642 or portions of the lenticular lens array1640. As discussed previously, the image 1632 may be printed using knowntechniques for printing images or data to achieve graphics, such as 3D,animation, or action, and for use with lenticular lenses or lenticularmaterials. As with the container 100, the mathematics used for designingand printing the image 1632 are preferably not only selected to matchthe lens material and configuration in the label 1630 but also thedistortion caused by the curvature of the container wall 1610 and array1640 and of the liquid 104 in the container 1600.

FIGS. 17 and 18 more clearly show the construction of the wrap aroundlabel 1630 with the integral lens array 1640 and the fabrication of thecontainer 1600. As shown, the label 1630 has an exterior or firstsurface 1638 and an interior or second surface 1639 opposite the firstsurface 1638. The lenticular lens array 1640 is formed on a portion ofthe exterior or first surface 1638 with a plurality of lenticules 1642which are formed of valleys extending into the label thickness andridges extending out from the label 1630. The lens array 1640 has a flatsurface on the interior or second surface of the label 1630 that abutsthe exterior surface of the container wall 1610. The label 1610 furtherincludes the data area 1634 which includes the printed image 1632, whichmay be on the interior surface 1639 of the label 1630 as shown or on theexterior surface 1638 of the label 1630. Further, in some embodimentsnot shown, the printed image 1632 is printed directly onto the containerwall 1610 on an interior or exterior surface so as to be positioned atthe focal point of the lens array 1640.

Typically, the label 1630 is fabricated from a very thin sheet of clearplastic to minimize distortion through the array 1640. The lenticularlens array 1640 includes a plurality of optical ridges or lenses 1622(extending vertically as shown or horizontally) and a transparent lenslayer or web abutting the container 1610. Fabrication of such lensarrays (including using mathematical formulas of the invention in thedesign processes) is explained in detail with reference to FIGS. 10 and11. Here it is useful again to understand that the array 1640 has athickness, t_(b), that affects focusing of the array 1640 and typicallyis substantially equivalent to a thickness of the label 1630 (althoughin some cases the array 1640 may be slightly thicker or thinner toprovide a desired optical effect and/or provide a desired structuralstrength). Optical results of the array 1640 are also determined byother physical characteristics of the array 1640 including the materialof the array 1640 and label 1630, the material of wall 1610, thefrequency of the lenticules or ridges 1642 (typically measured inlenticules per inch (LPI)), the curvature of the array 1640 asdetermined by the curvature, R_(E), of the container wall 1610, and theradius (or width) of the lenticules or lens, R_(C), and therelationships between these characteristics or design parameters.Additionally, the resulting optical effect is determined in part by theliquid 104 (or lack of liquid) in the container 1600 and the distancefrom the lens array 1640 to the rear portion of the container wall 1610(and the printed image 1632) which is approximately the inner diameterof the container 1600 at the location of the array 1640 and the printedimage 1632.

A number of techniques can be used to produce the label 1630 andcontainer 1600 including the label 1630. For example, a clear label wrap1630 in some embodiments is used that is printed and embossed in line(or in separate processes) as with the lens array 1640 (embossing) andthe printed material of data area 1634 and printed image 1632. The wrapscurrently used for bottled water, for instance, are printed and embossedin line and then “shrink wrapped” in their normal process around thebottle. In one case, the same printing press that prints the flexographyinks is used to emboss the top of the lens array into the plastic usinga heated or unheated pressure roller. In another case, the lenses orlenticules of the lens array 1640 applied in spots of the roll and onlyin the desired locations of each label 1630.

An important feature of the embossing or array fabrication technique isthe calculation of the focal point of the lens array 1640 of the label1630 in combination with the container wall(s) 1610 and the distortioncreated in the process of shrinking or applying the wrap 1630 to thecontainer 1610 so that the printing matches the lens 1642 in theprocess. Additionally, the label 1630 must be designed and fabricatedfor a particular diameter container 1600 such that lens array 1640 linesup in the wrap application (or wrapped/applied condition) correctly tothe printing on the wrap label 1630 when applied to the container wall1610. The whole process can be done in line on the same equipmentcurrently used for printing and applying the labels with an embossingstation. This particular method would not only be efficient, but itwould also be commercially feasible within a short period of time. Theadditional tooling would be minimal, and the wrap label 1630 can beadjusted in line and would involve only one process for application andquality control. In line operators adjust the printing and the lensapplication at the same time in the process. There would not be anyadditional cost in the manufacturing process except the die cost for thelens embossing station. Another embodiment involves obtaining theplastic label (this is commonly polypropylene) embossed or spot embossedor extruded (or performing these operations separately) prior to theprinting of the wrap label 1630.

FIGS. 19 and 20 illustrate another embodiment of a container 1900according to the invention. As shown, the container 1900 differs fromcontainer 1600 in that a wrap around label is not used to provide andposition a lens array and the printed image. Instead, the container 1900includes container wall 1910 with a data area 1934 that is formeddirectly upon the container wall 1910. As shown, a printed image 1932 isprinted upon an outer surface of the container wall 1910 in the dataarea 1934. Significantly, a lenticular lens array 1940 is provided inthe form of a decal (i.e., an element that does not extend completelyabout the circumference of the container 1600). The array 1940 ispositioned on the exterior surface of the container wall so as to besubstantially opposite the data area 1934 and printed image 1932 (orsuch that the printed image is at the focal point of the lens array1940).

As shown, the lenticular lens array 1940 includes a plurality oflenticules 1942 (such as or similar to the lenticules 1642 of array 1640in FIG. 16) on its exterior surface, i.e., distal to the container wall1910. A flat surface of the array 1940 is adjacent or proximal thecontainer wall 1910, and the array 1940 is affixed to the containerusing an adhesive applied at the interface 1946 (or the array 1940 couldbe said to include an adhesive layer). The lenticular lens array 1940 isconfigured with lenticules 1942 having a frequency and other designcharacteristics (discussed above) such that the focal point of the lenssystem is at or about the printed image 1932, i.e., in this case, at theexterior surface of the container wall 1910 opposite the lens array1940. In other embodiments, the printed image 1932 may be positioned onthe inner surface of the container wall 1910 opposite the array 1940,and in these embodiments, the focal point would preferably be at or nearthe interior surface of the rear container wall 1910. The configurationof the lens array 1940 should take into account the thickness, shape,and materials of the lens array 1940, the adhesive 1946, the containerwalls 1910 (front and back), and any contents of the container 1900.

To form the container 1900, one method of application is for the thinlens array 1940 to have a hot melt glue, pressure sensitive adhesive,static electricity or any other method of application that allows thelabel 1940 to stay in place on the container wall 1910. This may beconsidered a “decal” lens array application method. The decal 1940 inone embodiment is made out of a clear, pressure sensitive material andis embossed or extruded in rolls to form the lenticules 1942, typicallyprior to the application of the adhesive 1946. In some preferredembodiments, the lenticules 1942 are embossed onto a base material ofthe array 1940 having a thickness from about one mil to about twenty ormore mils and then, the lens array 1940 is applied to the container1900. The container wall 1910 and the thickness of the material(including the adhesive) would be calculated in combination to createthe focal point of the lens array 1940. The application of the lensarray 1910 onto the container 1900 would preferably be straight andconsistent so that the application of the printed label (in someembodiments) or the printing to the data area 1934 with printed image1932 (as shown) is aligned consistently regardless of whether printingoccurs before or after application of the array 1940. In some cases, thedecal arrays 1940 are embossed in sheets to form the lenticules 1942with a desired configuration or in rolls and are then converted into diecut pieces in line prior to or in conjunction with their applicationcoming off the line. The lens array 1940 is formed of a clear plasticand in one particular embodiment is formed out of UV curable acrylic (orsome other polymer).

The lens system shown for container 1600, 1900 is applied to glasscontainers in some embodiments of the invention. The label lens isapplied over the glass bottle or container forming the top of the lensarray. The thickness of this lens piece is combined with the containerwall to equal the focal point of the particular container. In theseembodiments, the label lens is sometimes made out of thin glass andapplied to the glass container wall. These embodiments preferablyaddress the fact that blown glass lens arrays are difficult to keepconsistent in the process. Hence, in the described glass embodiments,glass or acrylic is molded, injection molded, or otherwise processed toform a flat or curved piece that is applied to the container with glue,heat, pressure, and the like. In this manner, glass containers accordingto the invention facilitate the formation of a perfect (or near perfect)lens that is applied to the container (such as container 1600 and 1900).

FIGS. 21 and 22 illustrate a container 2100 according to an embodimentof the invention that requires no modification of the container walls2110. The image and the lenses are both provided as part of a wraparound label 2130. The label 2130 is applied to the container walls2110, such as with heat shrinking and little or no adhesive. The label2130 is formed of a clear material, such as plastic, and as with thelabel 1630 of FIG. 16 it is relatively thin. The label 2130 includes alenticular lens array 2140 that is typically but not necessarily formedby embossing the outer surface 2131 of the label 2130 to form aplurality of lenticules 2144. When the label 2130 is applied to thecontainer wall 2110, the lenticules 2144 are distal to the containerwall 2110.

The label 2130 further includes an inner or second surface 2132 thatabuts the container wall 2110 when the label 2110 is attached to thecontainer wall 2110. On the inner surface 2132 adjacent the lenticularlens array 2140, a data area 2134 is provided (and may take any of theforms discussed above). In the data area 2134, a printed image 2138 isprovided, such as with any of the printing methods described herein. Inother embodiments (not shown), the image may be provided on thecontainer wall 2110. In the container 2100, the lens structure has amuch smaller overall thickness and the focal point is very near the lensarray 2140 than in the containers 1600 and 1900 and hence, it may beappropriate to include a smaller quantity of data in the image 2138. Thethickness of the wrap around label provides the thickness of the lenssystem, and this thickness includes the lenticules 2144 and the flat webportion of the array 2140 behind or between the lenticules 2144 and theimage 2138. The focal point of the lens array 2140 is at or near theback of the label 2130 (i.e., interior label surface 2132) or at theexterior surface of the container wall 2110. Manufacture of thecontainer 2100 is simplified as the image 2138 and lens array 2140 aremapped as part of the fabrication of the label 2130 and the label 2130can be applied to the container wall 2110 without concern forregistering of the lens array 2140 with the image 2140.

Regarding the embodiments of FIGS. 16–22, it may be useful to provide anumber of exemplary (but not limiting) design characteristics useful increating containers with desirable visual effects. The wrap around labelor decal thickness used to provide the lens array (and often the printedimage) in several preferred embodiments is kept in the range of about 2to about 16 mils and more preferably between 3 and 15 mils.

For a wrap around label that has printing (i.e., the printed image)directly on the reverse or interior side (i.e., directly behind theportion of the label that contains the lens array), embossing of thelenticules on the exterior surface of the label is used in oneembodiment. The printing and embossing may be completed concurrently orserially during the manufacturing process, and the LPI may rangesignificantly to practice the invention. For example, thicker wrapshaving a thickness of about 14 to about 16 mils may utilize a lenticulefrequency of 80 LPI while thinner wraps (e.g., more common thickness forlabels) having a thickness up to about 8 mils or larger may use a largerlenticule frequency of about 140 to about 200 LPI.

Container embodiments that utilize a lens system including the thicknessof the container wall(s), any contents of the container, and also thethickness of the wrap around label (or decal) to focus at the back ofthe container have frequencies of about 8 to about 30 LPI. The frequencypreferably varies to support selected viewing angles, design of thelens, and the particular image (e.g., 3D, motion, or the like). In theseembodiments, the wrap or label (or decal) is typically between about 2to 8 mils, with thinner labels being utilized since surface embossing orother techniques for providing the lenticules is combined with thethickness of the container to form the lens structure or lens system.

As a result, the combination of the lens array in the label and thecontainer wall thickness with the distance to the focal point (i.e., thediameter or distance from a front wall to a rear wall of the container)and the curvature of the container (in some cases combined with themagnification caused by the contents of the container) produce a verypowerful lens structure or system, even with a relatively think label.In general, the thickness of plastic container walls is about 12 to 20mils, which would be combined with the label or wrap thickness of about6 to 8 mils in one embodiment. The coarseness or low lenticule frequencyin this embodiment makes the printing of the image or data area moreforgiving as the data space in a, for example, 20 LPI lens array is muchmore forgiving and wider than a higher frequency or less course lensarray. Hence, label printing according to the invention is easier andless error prone.

As will be appreciated by those in the label manufacturing industry, anumber of techniques can be used to create the wrap around labels (andalso the decals and inserts) of the invention so as to providelenticules or a lens array and, at least for some embodiments, a printedimage in a data area. For example, but not as a limitation, the labelsmay be produced by embossing the lens array or lenticules on the label.The embossing is performed as the label material is extruded using atypical extruder of plastic, e.g., an extruder that utilizes heatedrollers and/or an oven to heat and shape the material to a desiredthickness. In one case, a chill roller is used to emboss the heated,extruded plastic (alone or in combination with a pressure roller) andthen, chill the label material so as to form the lenticules acrossentire width of the material or in a section of the material (i.e., inthe lens array shown in FIGS. 16–22). This technique may be labeled “offline embossing.” Printing may occur before or after the embossing (or insome cases, even during embossing, and then, the material is wound fordistribution and/or further processed for application as labels (such asby die cutting prior to application to a container). Typical materialsused in this manufacturing technique are OPP, polyester, PVC,polyethylene, and the like. Temperatures of the extruded plastic aretypically between about 400 and 700° F.

Another technique for creating a lens array is to form the lenticulesduring the flexographic or letterpress printing of the labels or wraps.In this embodiment, a heated embossing station is added to the pressassembly so that the label material is heated to over about 300° F. andthen, embossed with an engraved or etched embossing plate or rollerbetween two cylinders, typically at higher pressures. The heat may beapplied to the label material or to the roller (or both) during thisprocess. In some cases, it is advantageous to heat the material prior tothe embossing stations and then, use the embossing station to cool thelabel material to a reduced temperature while embossing using a chilledroller (as is done in extrusion). In one version of this technique, thepress is used as just the embosser with printing being performed in aseparate process.

In another label manufacturing process, embossing of the lens array orlenticules of the lens system is performed using a flat letterpressembossing die. The die is applied typically while running the labelmaterial between a cylinder and the embossing die. The cylinder orroller typically moves back and forth over the length of the stationarydie (and, at least temporarily, stationary label material) and theembossed material is then advanced, thereby positioning another portionof the non-embossed label material to the die. In one particularembodiment, a Heidelberg cylinder letterpress is used to form the labelincluding the lens array. In other embodiments, the lens structures areformed in the label material with other techniques such as with UVbeams, E beam liquid, and the like using flexo plates that are eithermechanically engraved or engraved through exposure. Of course, theembossed label material or material with the formed lens arrays may thenbe rewound before or after printing of the printed images (e.g., toprovide a roll to roll embossing operation).

FIGS. 23–27 illustrate embodiments of the invention that can be formedin plastic containers or, more typically, in glass containers. Each ofthese embodiments involves the use of a lenticular lens insert or arraythat is inserted into a recessed surface or indentation on thecontainer, such as on a container wall. Hence, in the embodiments ofFIGS. 23–27, the containers are blown or otherwise formed to include arecessed surface or indentation for receiving a lens insert that becomesa substantially integral part of the container wall and focuses aviewer's line of sight upon a focal point on or near the container wallthat coincides with the placement of a printed image. The lens insert inthese embodiments often will be substantially flat or planar, whichsimplifies manufacture and achieving a desired visual effect, but insome cases, has a curvature to match the surrounding container wall.

In FIG. 23, a container 2300 is shown with a container wall 2310defining an interior void for containing a liquid or similar material.The container wall 2310 includes a first or front portion 2312 and asecond or rear portion 2314. The front portion 2312 includes a recessedsurface or indentation 2313 with a depth, dr. The shape of theindentation 2313 and the depth, dr, are selected for receiving a label2330 that is wrapped around the container wall 2310. The indentation2313 further receives and positions (relative to the container wall 2310and label 2330) a lens array or insert 2320, which comprises a pluralityof lenticules on a first side and a flat surface or web layer on asecond side. The lens insert 2320 is either snapped or mechanicallyaffixed onto the front container wall or portion 2312 to be held inplace or is attached (as shown) with a layer of adhesive 2322 that bondsto the label 2330 (and, typically, a portion of the wall 2310 orindentation 2313 adjacent the label). The adhesive layer 2322 isselected to be substantially clear or transparent and to be chemicallycompatible with the material of the label 2330.

The lenticules of the lens insert 2320 are positioned distal to thelabel 2330 and container portion 2312. In preferred embodiments, thethickness of the insert 2320, adhesive layer 2322, and label 2330 areselected to be equal to or to be about the depth, d_(r), of theindentation 2313 such that the lenticules of the insert 2320 and theexterior surface of the front portion 2312 of container wall 2310 form asubstantially integral surface. For example, the lens insert may have athickness of about ⅛ inch with the other two layers being about 1 mil toabout 20 mils or more combined. In other embodiments, however, theinsert 2320 may extend outward or inward from the adjacent portions ofthe front container wall 2312. The label 2330 may be configured similarto the labels in FIGS. 16–22. The label 2330 includes an exteriorsurface 2332 distal to the container wall 2310 and an interior surface2334 adjacent and abutting the container wall 2310. On the inner orinterior surface 2334, a data area and/or printed image 2336 is providedat a location on the label 2330 such that when the label 2330 is appliedto the container wall 2310 the printed image 2336 is at a portion of thecontainer 2314 that is substantially opposite the position of a centralportion of the lens array 2320 (or indentation 2313 which typicallycoincide) on the front portion or wall 2312 of the container 2300.

When assembled, the lens structure or system is made up of the lensinsert or array 2320, the adhesive 2322 (if included), the thickness ofthe wall 2310 at the indentation 2313, any contents of the container2310, and the thickness of the rear or second wall portion 2314 adjacentthe printed image, and hence, the lenticules on the insert 2320 areconfigured to take into account the various thicknesses and materials ofthese elements and possible distortions (such as due to curvature of thecontainer 2300) in achieving a focal point at or near the printed image2336.

FIG. 24 shows a container 2400 similar to that of container 2300, but inthis case, the container 2400 positions a lens insert between the labeland the container wall. As shown, the container 2400 includes acontainer wall 2410 having a front wall or portion 2412 with anindentation or recessed surface 2413 and a rear wall or portion 2414distal to the front portion (or opposite the front portion 2412 on thecontainer wall 2410). A lenticular lens array or insert 2420 is includedin the container 2400 and snapped into or positioned within theindentation 2413, where it is preferably interference fit for mechanicalsupport and retention (although an adhesive may be utilized (not shown))and where the mechanical retention is furthered by the application ofthe label 2430 which wraps around the container wall 2410 so as to atleast partially cover the lens insert 2420. As with the embodimentsshown in FIG. 1 and the like, the insert 2420 essentially becomes anintegral portion of the container wall 2410 and the clear label 2430covers and abuts the lenticules on the insert 2420 without significantlyinterfering with or degrading the visual effects achieved by the createdlens structure.

As with container 2300, the label 2430 comprises an exterior side 2432distal to the container wall 2410 and an interior side or surface 2434that abuts and is proximal to the container wall 2410. For example, theinterior surface 2434 contacts and retains the insert 2420 within theindentation 2420, thus reducing the need for an adhesive to keep theinsert 2430 within the indentation 2413. The label 2430 further includesa printed image (or data area) 2436 on the interior surface 2434 that isprinted on the label 2430 at a location such when the label is appliedto the container wall 2410 the printed image 2436 is opposite a centralportion of the positioned insert 2420 (or indentation 2413). Inmanufacturing the container 2400, the lenticules of the lens insert 2420are designed based on any distortion caused by the portion 2438 of thelabel 2430 contacting and covering the insert 2420, the thickness andmaterial of the insert 2420, the use, if any, of an adhesive, thethickness, material, and distortion of the container wall 2410 at theindentation 2413 and the rear portion or wall 2414 adjacent or proximalthe printed image 2436 and any effects of an empty container or acontainer filled with a liquid or other content.

In another embodiment not shown, a container is provided similar to thatof container 2400 except the label 2430 is omitted. Instead, a printedimage is printed or otherwise provided at the rear wall of the containeropposite the lens insert, such as by printing on the inside or outsideof the container wall or with a decal affixed to the exterior surface ofthe container wall. In this embodiment, a tighter fit would be requiredsince the label would not be used to retain the lens insert oralternatively, the lens insert would be held within the indentation byan adhesive.

FIG. 25 shows a front view of another embodiment of a container 2500similar to that of containers 2300 and 2400. In this embodiment, thecontainer has a wall 2510 with an indentation 2513. A label or decal2550 is created with a printed image 2554, and the label 2550 is affixedwithin the indentation 2513 to abut the wall 2510 (or is affixed to theflat side of the lens insert 2520 or is left “loose” but held in placeby the insert 2520). The container 2500 includes a lenticular lensinsert or array 2520 that includes a first or outer surface with aplurality of lenticules 2522. The insert 2520 is placed in theindentation 2513 of the wall 2510 to cover the label 2550, and theinsert is held in place mechanically such as with a press fit or byother physical means and/or is affixed with adhesive on the flat sideabutting the label 2550 or with adhesive on the sides abutting the sidesof the indentation 2513 (i.e., side wall extending outward from theinterior portion of the container 2500). In this embodiment 2500, thelens system includes only the insert and the lenticules 2522 areconfigured to focus on the label 2550 or image 2554 taking into accountthe material of the insert 2520, any curvature of the insert 2520, andthe thickness of the insert 2520 (i.e., typically about that of thedepth of the indentation 2513).

FIGS. 26 and 27 illustrate yet another embodiment of a container 2600according to the invention. With container 2600, a container wall 2620is provided with a rear portion 2612 that is typically held distal to aviewer 150 that views images created by the lens system or structure ofthe container 2600 by viewing along a sight line 152 through thecontainer wall 2610 to the rear portion 2612. The wall 2610 includes anindentation 2613 for receiving a lenticular lens insert 2620 over whicha label 2660 is placed to put a printed image 2664 in abutting contactwith a flat or web portion of insert 2620. As shown in FIG. 27, the lensinsert 2620 comprises a plurality of lenticules 2622 that whenpositioned within the container 2600 abut or are adjacent to thecontainer wall 2610 within the indentation 2613, i.e., the lenticulesare proximal to the container wall 2610 in this embodiment.

The decal or label 2660 is positioned over the lenticular insert 2620 toposition the printed image adjacent the insert 2620 (although in someembodiments the image 2664 is provided on the side of the label 2660distal to the insert 2620. The label is typically glued to the insert2620 but in some embodiments, the label is affixed with an adhesive thatborders the image 2664 and the label 2660 is larger in size than theinsert 2620 such that the adhesive (not shown) bonds with the containerwall 2610 and only partially or not at all with the insert 2620. In thisfashion, the label 2660 can be used to physically retain the insert 2620within the insert 2613, and again the insert 2620 is selected to have athickness approximately equal to the depth of the indentation 2613 suchthat its exterior surface (i.e., the surface distal to the containerwall 2610) is flush with the rear wall or portion 2612. In thisembodiment, the lens system includes the container walls 2610 (front andback) as well as the lens insert 2620 and any contents of the container2600. Hence, the lenticules 2622 are preferably selected or formed totake into account distortions caused by the front wall of the containerand its thicknesses and materials as well as the thickness and materialof the indentation 2613 and liquid contents of the container 2600 tofocus the lens system on the printed image 2664 on the label 2660.Further, any curvature of the insert 2620 itself should be taken intoaccount when selecting and fabricating the lenticules 2622 on the insert2620. While shown as having a size proximate to the insert 2620, thelabel 2660 may also be larger and even take the form of a wrap aroundlabel such as label 1630.

Although the invention has been described and illustrated with a certaindegree of particularity, it is understood that the present disclosurehas been made only by way of example, and that numerous changes in thecombination and arrangement of parts can be resorted to by those skilledin the art without departing from the spirit and scope of the invention,as hereinafter claimed.

For example, the lenticular lens or optical systems of the invention maybe incorporated in nearly any container having one or more clear ortranslucent walls such as containers having substantially rectangularcross-sections or frustoconical shapes and is not limited to bottles,which were provided as exemplary and useful embodiments in the figures.Further, the design process for selecting the lenticule frequency basedon the container wall thickness and other factors is not a requiredfeature of the invention and the lenticular lens systems of theinvention may be engineered and design parameters selected using othertechniques including experience and knowledge combined with empiricaldata including trial and error methods involving fabricating sets ofprototypes to determine a desired mix of the lenticular lens arraydesign characteristics for a particular container, container wallmaterial, and even for particular liquids.

Further, the lenticular lens inserts and arrays were typically shown tobe rectangular or square. It will be readily appreciated that suchinserts and arrays (and the indentations that receive such inserts) maytake many shapes and forms, such as circular, triangular, hexagonal, andthe like, including irregular shapes.

1. A container adapted for producing a graphical image observable by aviewer external to the container, comprising: a front container wall; alenticular lens insert comprising a lens side with a plurality oflenticules for focusing a line of sight of the view on a focal point anda substantially smooth side; a rear container wall comprising anindentation, wherein the lenticular lens insert is positioned within theindentation with the lens side proximal to the front container wall; anda printed image element proximal to the smooth side of the lenticularlens insert, wherein the focal point is proximal to the smooth side andthe line of sight is first through the front container wall, secondthrough rear container wall, and third through the lenticular lensinsert.
 2. The container of claim 1, further comprising a clear labelextending about the front and rear container walls, wherein the printedimage element is printed on an interior surface of the label.
 3. Thecontainer of claim 1, further comprising a decal with a side upon whichthe printed image element is printed and an adhesive layer bonding thedecal to the rear container wall.
 4. The container of claim 3, whereinthe adhesive layer comprises at least a partial peripheral border to theprinted image element, the smooth side directly abutting the printedimage element.